How can a nascent prediction market company gain traction against established competitors like Kalshi and Polymarket? Bring in Hollywood's Sydney Sweeney. The 29-year-old actress starred in Novig's " Just Sports " racy ad campaign in which she highlighted the prediction platform's focus on sports event contracts. Novig launched as a federally regulated prediction market i n early August and unveiled its provocative ad on Sept. 9 . "No betting on wars or deaths, and no politics," Sweeney said in the campaign video, explaining how Novig avoids offering event contracts related to these topics. That feature motivated the actress to approach Novig about taking an equity stake in the company, said Jacob Fortinsky, the company's co-founder.
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